The Atlassian Marketplace has grown from a niche developer community into a multi-billion-dollar ecosystem that now counts over 8,000 apps and 1,800 partners. Behind the scenes, a quiet gold rush is underway. Private equity-backed roll-ups, strategic acquirers, and ambitious scale-ups are snapping up app vendors at an unprecedented pace.
In our latest 2025 Atlassian Ecosystem M&A Report, we’ve gone beyond the obvious to map exactly how many apps and downloads the top partners control and what has been the M&A activity in the space. From serial acquirers with hundreds of apps to niche specialists dominating downloads in their category, the numbers reveal the winners – and the likely next acquisition targets.
Our 2025 Atlassian Ecosystem M&A Report goes deep into the data: every significant deal, valuation benchmarks, and detailed acquirer profiles. Below, we share a taste of the trends you need to know. For the full picture – download the complete report on the left.
The Marketplace Maturity
Atlassian’s Marketplace revenue has grown at nearly 19% CAGR since 2021, reaching around $1.8 billion in estimated sales in 2024. But this is no longer an early-stage land grab. The market is maturing—and in mature markets, consolidation accelerates.
- Fragmentation creates opportunity: with 1,800+ partners, many owning just one or two apps, acquisition pipelines are deep. For many companies, success will hinge on how their teams adapt their process to market shifts, from scaling service offerings to embedding security and automation features that drive retention.
- Recurring revenue attracts capital: subscription-heavy models are magnets for investors seeking predictable cash flows.
- Cloud migration fuels disruption: vendors winning the cloud transition become acquisition targets; those lagging face pressure to merge or sell.
Who’s Buying, and Why
The most active acquirers in the Atlassian ecosystem continue to build the platforms, even though the dealmaking decelerated in the recent years.
- Appfire, backed by growth equity, has assembled nearly 200 apps, dominating both app count and total downloads.
- Tempo Software and other PE-funded players are following similar roll-up playbooks.
- Strategic acquirers, from consultancy-backed vendors to niche specialists, are expanding portfolios to lock in market share.
(The full report breaks down the top buyers, their acquisition history, and how they access new markets through targeted deals)
Valuations and Deal Structures: What Sellers Need to Know
In Atlassian marketplace M&A, it’s not always about buying the whole company. Asset deals, where acquirers purchase only specific apps—are common. They can be attractive for both sides but require careful tax, legal, and operational planning.
Valuation drivers are nuanced: revenue mix (cloud vs. data center), growth rates, SaaS metrics like churn and LTV, and competitive positioning all play a role. Multiples vary widely, and the best way to understand where you stand is through direct market benchmarking.
Get the Full Picture
The trends outlined here are just the surface. The real insight comes from the dataand that’s exactly what’s inside our full 2025 Atlassian Ecosystem M&A Report:
- Complete deal database with buyer profiles and acquisition history.
- Valuation benchmarks and transaction structures.
- Exclusive rankings of top partners by number of apps and downloads, with ownership and M&A activity.
Why Work With an M&A Advisor for Your Atlassian App
A well-run competitive process can significantly boost the value of your Atlassian Marketplace business. By approaching multiple investors, running a structured, timed process, and leveraging offers against each other, you increase valuation and secure better terms. Careful buyer selection reduces closing risk, while negotiating from a position of strength helps minimize earn-outs and shorten exclusivity periods. For Atlassian app founders, creating this competition can mean the difference between an average sale and an exceptional exit.
About Aventis Advisors
Aventis Advisors is a technology-focused M&A advisor. We believe the world would be better off with fewer (but better quality) M&A deals done at the right moment for the company and its owners. Our goal is to provide honest, insight-driven advice, clearly laying out all the options for our clients – including the one to keep the status quo.
Get in touch with us with us to discuss how much your Atlassian Marketplace business could be worth, how the process works, and how our team can help you create an exceptional exit.
